Sneaker Freaker, ASICS SportStyle and Finesse Take Control of the Narrative in Melbourne
Sneaker Freaker recently partnered with and to kick off a global series of events that elevates the ‘Taking Control of Their Narrative’ (TCoTN) editorial series out of the digital realm and into the real world.
was devised by Sneaker Freaker to celebrate the unique women in the footwear community and foster a dedicated space for telling our stories. ASICS SportStyle was the ideal choice of partner, with their forward-thinking and authentically feminine designs leading the industry. Likewise, Finesse, founded by Murata Prajumas, is the first and only dedicated women’s boutique in Australia. The debut event held in Melbourne encapsulated everything the series aims to highlight, while also paying tribute to ASICS’ Japanese heritage.
On arrival at Leonie Upstairs, guests were greeted with a minimalist interior. Akari lamps complemented bespoke illustrations from and floral centrepieces provided by . Welcome cocktails did the rounds, with the yuzu spritz making a perfect pairing for the canapes. To mark the moment, ASICS SportStyle debuted their new sneaker.
Hosted by , the panel commenced with SF’s managing editor, ASICS’ GM Global Head of Product across SportStyle Lindsey Sweeney, and Finesse founder Prajumas. Collectively, their insights delved into how individuality is embedded into their brand’s mission, the ways in which women can drive our own journey, and how best to show up authentically. Sweeney also provided a thorough breakdown of each component in the GEL-KINETIC™ FLUENT runner (replete with an actual deconstructed shoe to hand around for those visual learners), along with insights into how colourways are developed and how designers balance heritage with innovation.
ASICS’ Sound Mind, Sound Body mantra was then put into practice with an Ikebana demonstration hosted by Tazawa. The structured nature of the workshop reflected Sweeney’s earlier breakdown of the GEL-KINETIC™ FLUENT sneaker design process, as each flower had its own purpose in the arrangement. Additionally, the methodical process imbued a sense of zen around the tables that was quickly followed by conversations sparked by the panel. Following dinner, the tables turned with sounds by .
The night was characterised by what can only be described as a universal feeling of belonging and empowerment. With conversation unfiltered by expectations and driven by a shared desire to make the industry better, the environment was reflective of the event’s mission, but also of each hosting partner.
Melbourne was the first in a series of TCoTN events, so stay tuned to Sneaker Freaker where we’ll announce the next instalment.